Transcript http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/ Using the Social Web to Maximise Access to your Resources: “Pimp Up Your Stuff!”: How To Exploit The Social Web Brian Kelly UKOLN University of.

http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/
Using the Social Web to Maximise Access to your Resources:
“Pimp Up Your Stuff!”:
How To Exploit The Social Web
Brian Kelly
UKOLN
University of Bath
Bath, UK
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Contents
About Social Web Services
• Revisiting Web 2.0
• Blogs and Wikis
• Social Sharing
• Social Networks
• Communications and Mobile Devices
How They Can Be Used
• Your Ideas
• Your Resources
• Your Institutional Brand
• Your Personal Brand & Reputation
Conclusions
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Web 2.0
Web 2.0
What Is Web 2.0?
Marketing term (derived from observing 'patterns') rather
than technical standards - “an attitude not a technology”
Characteristics Of Web 2.0
• Network as platform
• Always beta
• Clean URIs
• Remix and mash-ups
 Syndication (RSS)
• Architecture of participation
 Blogs & Wikis
 Social networking
 Social tagging
(folksonomies)
Web2MemeMap, Tim O’Reilly,
• Trust and openness
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2005
Wikis
What Does Google Find?
Pages in Wikipedia
are Google-friendly
• First 3rd party Web
site for search for
‘British Library’ is
from Wikipedia
• Similar results
found for a search
for ‘British Postal
Museum’
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Wikis
Exploiting Wikipedia (1)
Is your
organisation
listed in
Wikipedia?
If not you are
missing out on
a (free)
marketing
opportunity.
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Exploiting Wikipedia (2)
The original page may have
been embarrassing.
How long might this page
have been promoting your
museum?
Your entry may have
created by someone
who doesn’t work for
your organisation
Here’s a simple
example of a
Wikipedia entry.
Looking at the page
history we can see
when it was created
and by whom.
Conclusions: Doing nothing may not be an option! And would
you allow inaccurate information to be published in a popular
print publications?
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Wikis
Exploiting Wikipedia (3)
How to proceed:
• How to create pages: See Museums and
Wikipedia paper, J Bowden from MW 2007.
• No Wikipedia reputation: Get ID and be a
good Wikipedia citizen first.
• Entry flagged as ‘marketing’: You’ve copied
your marking material, haven’t you! Work with
your peers to avoid ‘the best’, ‘the leading’, …
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Note:
This is
now fixed
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Blogs
Why Blog?
Multiple reasons for blogging (not all to
do with maximising access to resources
and ideas):
• Reflection
• Dissemination
• Engagement
• News and alerts
• Note-taking
• Experimentation
• ‘Think out loud’
• Personal development
• Syndication
•…
Jo Alcock (librarian at Wolverhampton University) has a blog which
allows her to engage with her users on library developments and
solicit
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Blogs
Why I Blog
Reasons mentioned
previously.
In addition:
• Talk about plans for
new ‘stuff’ (events,
papers, ideas, …)
• Talk and ‘stuff’ I’ve
delivered (as
illustrated)
Use of a blog allows this
to be:
• Commented on
• Syndicated
• Repurposed
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The Paper In The Repository
The paper in the
repository can fail
to engage with
potential
interested parties
(especially if only
the metadata is
available)
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Best Practices For Bloggers
Examples of best practices:
• Have a blog policy (e.g. ‘Don’t be stupid’)
• Define the scope and target audience
• Link to others
• Allow comments
• Respond to comments
• Decide on team or individual blog
• Make use of your blog posts elsewhere
See UKOLN’s Cultural Heritage IntroBytes
briefing documents
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Blogs
From A Distance Blog
Chris Sexton, IT Service’s
Director at University of Sheffield
& current UCISA chair
Her blog:
• Outlines senior management
strategic thinking
• Embed title and link to my
most recent blog post
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Blogs
Reading, Even If Not Blogging
Negative impact –
the bad things they
say about your stuff
Can be useful to
monitor:
• Your brand
• Your ideas
• Your reputation
• Your stuff
• ….
Some minor criticisms from Stephen Downes,
a well-read Canadian e=learning guru
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A speedy reply, and
a positive response
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Twitter
What Can Twitter Offer?
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Twitter
What Can Twitter Offer?
Promoting blog
post about
possible event.
Brief - designed for
retweeting (RT)
Should you add
“Please RT”?
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Twitter
What Can Twitter Offer?
“OMG they’re
criticising us – and
this is being
retweeted to new
groups!”
Note you don’t have
to respond (but you
may address issues
raised)
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Quick Surveys
Twitter for rapid
surveys & feedback
“Firefox is crashing
frequently. Is this
true for others?
Respond with
#firefoxcrashes or
#firefoxisfine.
Please RT.”
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Twitter – Delivering a Service
The Historic Royal Palaces
use Twitter for Henry VIII’s
500th anniversary – picked
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by theA Telegraph
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Twitter Writing Style
New blog post published which I hope to gain a wide
audience for.
Announcement tweeted.
First draft
“Respect Copyright (and Subvert It!)" My thoughts on
copyright and openness in light of the #digitalbritain report
http://bit.ly/4XOMJ”
Second draft:
“Respect Copyright (and Subvert It!)" Thoughts on copyright
& openness in light of #digitalbritain report http://bit.ly/4XOMJ”
Rationale:
• Allow retweeting in entirety
• Clause which can be removed
(“in light of #digitalbritain report”)
to allow
for incommentary
(e.g.
“great post”)
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Twitter
Twitter – Some Evidence
Personal experience
• Most popular post on
UKOLN’s Cultural heritage
blog in May 2009:
“Explaining the Risks and
Opportunities Framework”
• Announced on Twitter at 08.55 on 21st May:
Blog post explaining the Risks & Opportunities
Framework published at http://tinyurl.com/p72kld
“I haven’t got the time to use Twitter. And it can’t
the ROI”
Really?
Ajustify
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Twitter
Twitter – Further Evidence
Where are the visits coming from?
As the top post has been tweeted, possibly the visits
are from a Twitter client (rather than the Twitter Web
site)
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“The Power Of Passed Links”
The Value Of Twitter Is In “The Power Of Passed
Links”
Wilson predicts that at current growth rates, Twitter
“will surpass Google for many websites in the next
year.” And that just as nearly every site on the Web
has become addicted to Google juice, they will
increasingly try to find ways to get more links from
Twitter. Because Twitter equals traffic. …
Moreover, he asserts that these Twitter links “convert
better” than search links because they are often prefiltered and come in the form of a recommendation
from someone you are following.
TechCrunch, June 2009
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Slides
Slides To Engage Users
Slides designed to allow
users to make use of
content and links:
• AUP giving permission
to reuse content &
exploit WiFi network to
discuss content
• Hyperlinks in slides
• Link to master copy
provided in title slide and
footer in handout
• Tag used in del.icio.us to
The PowerPoint file is a live resource which
bookmark resources (no
can be easily accessed, discussed and
need to copy URLs)
provide links to relevant resources during a
talk and Asubsequently.
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Slideshare
Slideshare To Promote Ideas
I use Slideshare to maximise
awareness of ideas in papers I deliver
at conferences. Approaches:
• Slides uploaded in advance
(accessibility benefits)
• Allow slides to be embedded in
blogs, Web pages, …
• Text, tags, links & metadata to
support searching & provide context
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What About Video?
Increasingly
users want video
content – and are
likely to use
Google or
YouTube to find
videos
Google Video might have been an obvious place to
store videos – but it is how being deprecated
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YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?
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YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?
Student-published videos may appeal to potential students –
but the approaches (drunkenness, copyrighted sound clips,
etc.) won’t
be
used inofficially
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Your Institutional Video
Is it worth trapping
your marketing videos
in your institutional
Web site?
The SEO tips for
enhancing the visibility
of your videos in
“Given that YouTube is by far the most popular YouTube follow wellvideo website, you should be publishing videos established guidelines
there (even if you are a B2B company like
(e.g. title, description,
HubSpot ”
tags, …)
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What About Facebook? (1)
Should you have a
Facebook presence for
your organisation?
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Social Networks
What About Facebook? (2)
There may already be
multiples pages and
groups for your
organisation
• <http://www.facebook.com
/pages/MiltonKeynes/The-OpenUniversity/7084005675?>
• <http://www.facebook.com
/group.php?sid=b8c4e095
201c81eb2da026ea04067f
b0&gid=2212434521>
• <http://www.facebook.com
/openuniversity/>
Note vanity URLs made available on 12 June 2009 – if
you
have
> 1,000
fans. Did
you miss out? www.ukoln.ac.uk
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Risks of Doing Nothing
Webinar held on
16 June 2009
Advice for US
Universities on how
to exploit social
networks
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What are the
risks of being
left behind?
Must a
service be
100% ‘pure’
before
choosing to
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use
it?
Brooklyn Museum Case Study
Brooklyn Museum blog – with post about their iPhone
App. AlsoA centre
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Brooklyn Museum Case Study
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Brooklyn Museum Case Study
Note their
presence in
Facebook …
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Brooklyn Museum Case Study
Brooklyn Museum
have also
developed a
Facebook
application
(Artshare) which
allows their
resources to be
embedded on
other Facebook
pages
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Brooklyn Museum Case Study
Flickr used to
support Graffiti
Exhibition:
• Reach large nos.
• Allow users to
comment
• Allow users to
upload related
photos in group
• Supported org’s
mission
See “Building an On-line Community at the Brooklyn Museum: A Timeline”,
MW 2007 and “Where Do We Go From Here? Continuing with Web 2.0 at
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What About My Organisation?
50 Social Sites That Every Business Needs a Presence on
Social-Media/Social-Bookmarking Sites
Share your favorite sites on the Web with potential clients and business partners by
commenting on, uploading and ranking different newsworthy articles. You can also
create a member profile that directs traffic back to your company's Web site.
Reddit, Digg, del.icio.us, Stumbledupon, Technorati, Ning, Squidoo, Furl,
Tubearoo, Wikihow, YouTube, Magnol.ia
Professional-Networking Sites
Sign up with these online networking communities as a company or as an individual
to take advantage of recruiting opportunities, cross-promotional events and more.
Linkedin, Ecademy, Focus, YorZ, Xing, Facebook, Care2, Plaxo, …
General Social-Media Sites
The following social-media sites provide excellent opportunities for businesses to
advertise; promote specials, events or services; and feature published,
knowledgeable employees.
Wikipedia, Newsvine, 43 Things, WetPaint, Twitter, Yahoo Answers
Don’t go for them all!
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Conclusions
The Social Web:
• Can be used to enhance access to digital
resources, real world resources and ideas
and concepts
• Ignoring the potential may mean you lose
out to your peers, competitors or rivals
• Can form part of your organisation’s
mission and not just an added extra for
dissemination
• But there are risks – to be explored later
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